{"id":55164,"date":"2020-01-14T00:00:00","date_gmt":"2020-01-13T21:00:00","guid":{"rendered":"https:\/\/prohoster.info\/blog\/blog_prohoster\/vvedenie-v-metod-semanticheskogo-differentsiala-za-5-minut"},"modified":"2020-02-18T14:03:15","modified_gmt":"2020-02-18T11:03:15","slug":"vvedenie-v-metod-semanticheskogo-differentsiala-za-5-minut","status":"publish","type":"post","link":"https:\/\/prohoster.info\/et\/blog\/news\/vvedenie-v-metod-semanticheskogo-differentsiala-za-5-minut","title":{"rendered":"Sissejuhatus semantilise diferentseeri meetodisse 5 minutiga","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"<h1>Sissejuhatus<\/h1>\n<p>\nMiks on oluline teada semantilise diferentseerituse metoodikat? <\/p>\n<ul>\n<li>Saame teada, kus me konkurentide seas tarbijate alateadlikus m\u00f5tlemises asume. V\u00f5ime arvata, et kliendid suhtuvad meie tootesse halvasti, kuid mis juhtub, kui selgub, et nad suhtuvad konkurentidesse veel halvemini meie jaoks oluliste kriteeriumide p\u00f5hjal?<\/li>\n<li>Saame aru, kui edukas on meie reklaam v\u00f5rreldes konkurentide reklaamiga samas kategoorias (Call of Duty v\u00f5i Battlefield?)<\/li>\n<li>M\u00e4\u00e4ratleme, mille kallal tasub t\u00f6\u00f6tada positsioneerimisel. Kui firma v\u00f5i toote kuvand tajutakse kui 'odav', siis paistab, et uue reklaamikampaania elluviimisel peame kas selles tarbija teadvuse nurgas p\u00fcsima (ja selle staatusega leppima) v\u00f5i kiiresti arengusuunda muutma. Xiaomi positsioneeritakse odavamate alternatiividena sama riistvara k\u00f5rgklassi mudelitele. Neil on h\u00e4sti v\u00e4lja t\u00f6\u00f6tatud positsioon, mis eristab neid tuntud konkurentidest, kes positsioneerivad end kallina \u2013 Apple, Samsung jne. \u00dcheks peamiseks probleemiks sellisel juhul v\u00f5ib olla see, et seos ('odav', millele see meetod p\u00f5hineb) v\u00f5ib tuua kaasa ka seose 'halb' v\u00f5i 'madala kvaliteediga'.\n<p>Muide, see t\u00f6\u00f6tab ka teiste objektide v\u00f5rdlemisel valitud kategoorias \u2013 saate v\u00f5rrelda nii protsessoreid, telefone kui ka uudisteportaale! Sisuliselt ei ole selle meetodi rakendamisel fantaasiale piire.\n<\/li>\n<\/ul>\n<p>\nKuidas kindlaks teha, milliste kriteeriumide alusel peaksin meie tooteid v\u00f5rreldama?<br \/>\nP\u00f5him\u00f5tteliselt v\u00f5ite sellele k\u00fcsimusele vastata mitmel erineval moel \u2013 v\u00f5ite proovida ekspertintervjuud, poolstruktureeritud intervjuud v\u00f5i valida fookusgrupi meetodi. M\u00f5ned teie saadud kategooriatest v\u00f5ivad internetist leida \u2013 see ei tohiks teid h\u00e4irida. Pea meeles, et teie uurimist\u00f6\u00f6 peamine eesm\u00e4rk ei ole andmete ainulaadsus, vaid nende objektiivsus ja usaldusv\u00e4\u00e4rsus. <br \/>\n<noindex><a rel=\"nofollow\" name=\"habracut\"><\/a><\/noindex><br \/>\nSamuti tasub m\u00e4rkida, et olen mitmel korral kohtunud erinevates \u00f5pikutes selliste fraasidega: \u201eHalb seostatakse tavaliselt k\u00fclma, pimeduse ja madalaga; hea aga sooja, valguse ja k\u00f5rgega.\u201c Kujutage ette, kui Sprite reklaami \u201eVabane janust\u201c j\u00e4rel selgub, et nende jook on endiselt seotud sooja \u00e4\u00e4rmiselt? <\/p>\n<p>Just sellep\u00e4rast tasub t\u00e4helepanu p\u00f6\u00f6rata sellele, millega me t\u00e4pselt t\u00f6\u00f6tame \u2013 kui rakenduse p\u00f5hiliseks eesm\u00e4rgiks on l\u00f5\u00f5gastus ja saame assotsiatiivse grupi s\u00f5na \u201erahulik\u201c, siis ei t\u00e4henda see, et me soovime sama omadust ka tulistamism\u00e4ngu puhul. Teatud m\u00e4\u00e4ral on hindamine selle meetodi k\u00f5ige subjektiivsem osa, kuid ei tasu unustada, et see on algselt suunatud assotsiatiivse grupi t\u00f6\u00f6tlemiseks, mis v\u00f5ib tarbijast tarbijasse erineda (just seet\u00f5ttu on veel \u00fcheks oluliseks teguriks teie sihtr\u00fchma uurimine, mida sageli viiakse l\u00e4bi k\u00fcsitlusmeetodi v\u00f5i struktureeritud intervjuu abil).<\/p>\n<h1>Metodoloogia<\/h1>\n<p>\nJuba etapi alguses peame m\u00e4\u00e4ratlema, milliseid reklaamm\u00fcrad (mida uurime k\u00f5ikide n\u00e4idete p\u00f5hjal) soovime testida. Meie puhul sisaldavad need j\u00e4rgmiste telefonide reklaame:<\/p>\n<p><img decoding=\"async\" alt=\"Sissejuhatus semantilise diferentseeri meetodisse 5 minutiga\" src=\"\/wp-content\/uploads\/2020\/01\/6ca54e59f7e4e9f06a7d5ae68ab4854e.jpeg\" style=\"display:block;margin: 0 auto;\" \/><br \/>\n<br \/>\n<img decoding=\"async\" alt=\"Sissejuhatus semantilise diferentseeri meetodisse 5 minutiga\" src=\"\/wp-content\/uploads\/2020\/01\/55e08f0481acae6da2a11f0d03d207fb.jpeg\" style=\"display:block;margin: 0 auto;\" \/><br \/>\n<br \/>\nKergemaks meetodi omandamiseks v\u00f5tame kaks vastajat.<\/p>\n<h3>Esimene etapp \u2013 kategooriate m\u00e4\u00e4ramine uurimiseks. <\/h3>\n<p>\nOletame, et fookusgruppide meetodi abil suudame m\u00e4\u00e4ratleda j\u00e4rgmised 9 kategooriat (number ei ole juhuslik \u2013 algselt just nii palju kriteeriume, jagatud kolme v\u00f5rdse r\u00fchma \u2013 hindamistegurid (E), j\u00f5u faktor (R) ja aktiivsuse faktor (A), autor soovitas kindlaks teha):<\/p>\n<ol>\n<li>Erutav 1 2 3 4 5 6 7 Rahustav<\/li>\n<li>Tavaline 1 2 3 4 5 6 7 Ainu\u00fcksi<\/li>\n<li>Looduslik 1 2 3 4 5 6 7 Kunstlik<\/li>\n<li>Kallis 1 2 3 4 5 6 7 Odav<\/li>\n<li>Loov 1 2 3 4 5 6 7 Tavaline<\/li>\n<li>T\u00f5ukav 1 2 3 4 5 6 7 Kutsuv<\/li>\n<li>Kirgus 1 2 3 4 5 6 7 Hallus<\/li>\n<li>L\u00e4bipaistmatu 1 2 3 4 5 6 7 Puhtus<\/li>\n<li>Domeeniv 1 2 3 4 5 6 7 Teisej\u00e4rguline<\/li>\n<\/ol>\n<p><\/p>\n<h3>Teine etapp \u2013 k\u00fcsitluse v\u00e4ljat\u00f6\u00f6tamine.<\/h3>\n<p>\nMetodoloogiliselt korrektne k\u00fcsitlus kahe vastaja jaoks kahe reklaami puhul n\u00e4eb v\u00e4lja j\u00e4rgmine:<\/p>\n<p><img decoding=\"async\" alt=\"Sissejuhatus semantilise diferentseeri meetodisse 5 minutiga\" src=\"\/wp-content\/uploads\/2020\/01\/3171274db297c9a75b34d637e79da897.jpeg\" style=\"display:block;margin: 0 auto;\" \/><br \/>\n<br \/>\nKuidas te m\u00e4rkate, et k\u00f5ige madalam ja k\u00f5rgem v\u00e4\u00e4rtus muutub s\u00f5ltuvalt reast. Vastavalt meetodi looja Charles Osgood'i arvamusele aitab see meetod kontrollida vastaja t\u00e4helepanelikkust ja kaasatust protsessi (n\u00e4ge ja t\u00e4psusta \u2013 suurep\u00e4rane!). Kuid m\u00f5ned teadlased (eriti ebaausad) ei pruugi skaalasid vahetada, et neid hiljem ei p\u00f6\u00f6rata. Seega j\u00e4tavad nad meie loendi neljanda punkti v\u00e4lja.<\/p>\n<h3>Kolmas etapp \u2013 andmete kogumine, nende sisestamine meie skaalasse.<\/h3>\n<p>\n Alates sellest hetkest saate alustada andmete sisestamist Excelisse (nagu mina tegin mugavuse huvides) v\u00f5i j\u00e4tkata k\u00e4sitsi \u2013 olenevalt sellest, kui palju inimesi olete otsustanud k\u00fcsitleda (minu arvates on Excel mugavam, kuid v\u00e4ikese vastajate arvu puhul on kiirem k\u00e4tega arvestada).<\/p>\n<p><img decoding=\"async\" alt=\"Sissejuhatus semantilise diferentseeri meetodisse 5 minutiga\" src=\"\/wp-content\/uploads\/2020\/01\/b943af8d0f863a3f844ed8497288fb23.jpeg\" style=\"display:block;margin: 0 auto;\" \/><br \/>\n<\/p>\n<h3>Neljas etapp \u2013 skaalade taastamine.<\/h3>\n<p>\nKui otsustasite j\u00e4rgida '\u00f5iget' meetodit, siis avastate n\u00fc\u00fcd, et peate skaalad viima \u00fche v\u00e4\u00e4rtuseni. Antud juhul otsustasin, et minu maksimumv\u00e4\u00e4rtus on '7' ja miinimumv\u00e4\u00e4rtus '1'. Seega j\u00e4\u00e4vad paaris veerud muutmata. \u00dclej\u00e4\u00e4nud v\u00e4\u00e4rtused me 'taastame' (peegeldame v\u00e4\u00e4rtusi \u2013 17, 26, 35, 4=4).<br \/>\nN\u00fc\u00fcd on meie andmed esitatud j\u00e4rgmisel kujul:<\/p>\n<p><img decoding=\"async\" alt=\"Sissejuhatus semantilise diferentseeri meetodisse 5 minutiga\" src=\"\/wp-content\/uploads\/2020\/01\/f3ca11cff1a23b8d966e892c40b7bfef.jpeg\" style=\"display:block;margin: 0 auto;\" \/><br \/>\n<\/p>\n<h3>Viies etapp \u2013 keskmiste ja koguhindade arvutamine.<\/h3>\n<p>\nK\u00f5ige populaarsemad n\u00e4itajad on 'v\u00f5itja' igas skaalas ('parim') ja 'kaotaja' igas skaalas ('halvim'). <br \/>\nSaame, tehes standardset summeerimist ja jagades iga br\u00e4ndi valitud omaduse k\u00f5igi vastajate m\u00e4rkmete arvuga ning nende edasise v\u00f5rdlemisega. <br \/>\nKeskmised n\u00e4itajad iga reklaami kohta taastatud kujul:<\/p>\n<p><img decoding=\"async\" alt=\"Sissejuhatus semantilise diferentseeri meetodisse 5 minutiga\" src=\"\/wp-content\/uploads\/2020\/01\/4bb6b4058fc077c69431f534da5a7aaf.jpeg\" style=\"display:block;margin: 0 auto;\" \/><br \/>\n<\/p>\n<ol>\n<li>Erutav ja rahustav \u2013 samad n\u00e4itajad (5).<\/li>\n<li>Lihtne ja ainulaadne \u2013 samad n\u00e4itajad (5).<\/li>\n<li>K\u00f5ige loomulikum \u2013 reklaam 1.<\/li>\n<li>K\u00f5ige kallim \u2013 reklaam 2.<\/li>\n<li>K\u00f5ige loomingulisem \u2013 reklaam 1.<\/li>\n<li>K\u00f5ige k\u00f6itvam \u2013 reklaam 2.<\/li>\n<li>K\u00f5ige s\u00e4ravam \u2013 reklaam 2.<\/li>\n<li>K\u00f5ige puhtam \u2013 reklaam 1.<\/li>\n<li>K\u00f5ige domineerivam \u2013 reklaam 2.<\/li>\n<\/ol>\n<p>\nN\u00fc\u00fcd liigume edasi \u00fcldiste n\u00e4itajate juurde. Sel juhul peame kokku summeerima iga br\u00e4ndi k\u00f5ikide hinnangute p\u00f5hjal, mille k\u00f5ikelt vastajatelt erinevate omaduste kohta saame (siin tulevad m\u00e4ngu meie keskmised). Nii m\u00e4\u00e4rame 'absoluutse liidri' (nendest v\u00f5ib olla 2 v\u00f5i isegi 3). <\/p>\n<p>Kogusumma punktidest \u2013 Reklaam 1 (39,5 punkti). Reklaam 2 (41 punkti). <br \/>\nV\u00f5itja \u2013 Reklaam 2.<br \/>\nPeamine on see, et te oleksite selgelt teadlikud, et v\u00f5itja, kellel pole suurt vahet, on kerge saak.<\/p>\n<h3>Kuuendaks etapiks on tajukaartide koostamine. <\/h3>\n<p>\n\u00dcks k\u00f5ige nauditavamaid ja meeldivamaid vaateid silmale alates Anhersoni ja Kl\u00f3roe sisenemisest teadusesse on graafikud ja tabelid. Aruande puhul n\u00e4evad need palju selgemad v\u00e4lja, mist\u00f5ttu Charles laenab t\u00e4psetest teadustest ja ps\u00fchholoogiast tajukaardid. Need aitavad selgelt n\u00e4idata, kus t\u00e4pselt asub teie br\u00e4nd\/reklaam\/toode. Need koostatakse, andes m\u00f5lemale teljele kaks v\u00e4\u00e4rtust \u2013 n\u00e4iteks X-telg t\u00e4histab kriteeriumi 'r\u00e4pane-puhas', Y-telg 'h\u00e4mar-kirev'. <\/p>\n<p>Koostame kaardi:<\/p>\n<p><img decoding=\"async\" alt=\"Sissejuhatus semantilise diferentseeri meetodisse 5 minutiga\" src=\"\/wp-content\/uploads\/2020\/01\/3f1c71e164b2f969c033baa594de49b4.jpeg\" style=\"display:block;margin: 0 auto;\" \/><br \/>\n<br \/>\nN\u00fc\u00fcd saame selgelt n\u00e4ha, kuidas tarbijate teadvuses asuvad kaks tuntud ettev\u00f5tte toodet. <\/p>\n<p>Tajukaartide peamine eelis on nende mugavus. Nende p\u00f5hjal on suhteliselt lihtne anal\u00fc\u00fcsida tarbijate eelistusi ja erinevate br\u00e4ndide kuvandeid. See omakorda on v\u00e4ga oluline t\u00f5husate reklaamiteadete loomisel. Skaala, mida kasutatakse kauba hindamiseks mingi kriteeriumi alusel.<\/p>\n<h3>Summary<\/h3>\n<p>\nNagu n\u00e4ete, pole meetod l\u00fchendatud kujul keeruline m\u00f5ista; seda saavad kasutada mitte ainult sotsiaalsete ja turu-uuringute metodoloogia spetsialistid, vaid ka tavalised kasutajad.<br \/>\n<br \/>Allikas: <a content=\"nofollow\" rel=\"nofollow\" href=\"https:\/\/habr.com\/ru\/post\/483776\/\">habr.com<\/a><\/p>","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>\u0412\u0432\u0435\u0434\u0435\u043d\u0438\u0435 \u0414\u043b\u044f \u0447\u0435\u0433\u043e \u043c\u043e\u0436\u0435\u0442 \u043f\u043e\u043d\u0430\u0434\u043e\u0431\u0438\u0442\u044c\u0441\u044f \u0437\u043d\u0430\u043d\u0438\u0435 \u043c\u0435\u0442\u043e\u0434\u0438\u043a\u0438 \u0441\u0435\u043c\u0430\u043d\u0442\u0438\u0447\u0435\u0441\u043a\u043e\u0433\u043e \u0434\u0438\u0444\u0444\u0435\u0440\u0435\u043d\u0446\u0438\u0430\u043b\u0430? \u041c\u043e\u0436\u0435\u043c \u0443\u0437\u043d\u0430\u0442\u044c \u043d\u0430\u0448\u0435 \u043c\u0435\u0441\u0442\u043e \u043e\u0442\u043d\u043e\u0441\u0438\u0442\u0435\u043b\u044c\u043d\u043e \u043a\u043e\u043d\u043a\u0443\u0440\u0435\u043d\u0442\u043e\u0432 \u0432 \u043f\u043e\u0434\u0441\u043e\u0437\u043d\u0430\u043d\u0438\u0438 \u043f\u043e\u0442\u0440\u0435\u0431\u0438\u0442\u0435\u043b\u0435\u0439. \u041d\u0430\u043c \u043c\u043e\u0436\u0435\u0442 \u043f\u043e\u043a\u0430\u0437\u0430\u0442\u044c\u0441\u044f, \u0447\u0442\u043e \u043a\u043b\u0438\u0435\u043d\u0442\u044b \u043f\u043b\u043e\u0445\u043e \u043e\u0442\u043d\u043e\u0441\u044f\u0442\u0441\u044f \u043a \u043d\u0430\u0448\u0435\u043c\u0443 \u0442\u043e\u0432\u0430\u0440\u0443, \u043d\u043e \u0447\u0442\u043e \u0431\u0443\u0434\u0435\u0442, \u0435\u0441\u043b\u0438 \u043c\u044b \u0443\u0437\u043d\u0430\u0435\u043c, \u0447\u0442\u043e \u043a \u043a\u043e\u043d\u043a\u0443\u0440\u0435\u043d\u0442\u0430\u043c \u043e\u043d\u0438 \u043e\u0442\u043d\u043e\u0441\u044f\u0442\u0441\u044f \u0435\u0449\u0451 \u0445\u0443\u0436\u0435 \u043f\u043e \u043d\u0430\u0438\u0431\u043e\u043b\u0435\u0435 \u0437\u043d\u0430\u0447\u0438\u043c\u044b\u043c \u0434\u043b\u044f \u043d\u0430\u0441 \u043a\u0440\u0438\u0442\u0435\u0440\u0438\u044f\u043c? \u041c\u043e\u0436\u0435\u043c \u0443\u0437\u043d\u0430\u0442\u044c, \u043d\u0430\u0441\u043a\u043e\u043b\u044c\u043a\u043e \u0443\u0441\u043f\u0435\u0448\u043d\u0430 \u043d\u0430\u0448\u0430 \u0440\u0435\u043a\u043b\u0430\u043c\u0430 \u043e\u0442\u043d\u043e\u0441\u0438\u0442\u0435\u043b\u044c\u043d\u043e \u0440\u0435\u043a\u043b\u0430\u043c [&hellip;]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[702],"tags":[],"class_list":["post-55164","post","type-post","status-publish","format-standard","hentry","category-news"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.1.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"\u0412\u0432\u0435\u0434\u0435\u043d\u0438\u0435 \u0414\u043b\u044f \u0447\u0435\u0433\u043e \u043c\u043e\u0436\u0435\u0442 \u043f\u043e\u043d\u0430\u0434\u043e\u0431\u0438\u0442\u044c\u0441\u044f \u0437\u043d\u0430\u043d\u0438\u0435 \u043c\u0435\u0442\u043e\u0434\u0438\u043a\u0438 \u0441\u0435\u043c\u0430\u043d\u0442\u0438\u0447\u0435\u0441\u043a\u043e\u0433\u043e \u0434\u0438\u0444\u0444\u0435\u0440\u0435\u043d\u0446\u0438\u0430\u043b\u0430? 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